Exploratory study of QoE from mobile services users perspective: Case of Moroccan telecom industry

The mobile services industry is thriving and market competitiveness is fierce and according to surveys undertaken by the National Agency of Telecommunication Regulation, the analysis of the degree of satisfaction with the various services that customers receive from operators displays a deterioration in 2014. In this context, companies must increase their competitiveness in their customer service and set-ups, so the user experience becomes the most crucial factor for application and promotion of services related to mobile technology. Current quality of service (QoS) measure the objective side of services and networks, while the quality of experience (QoE), which has become nowadays a raging debate, reveal subjective feelings and expectations from users' perspective. This paper aims to explore determinant that explain QoE and to discover theirs strength through a qualitative study in the mobile services industry.